Marketplace 4.0 at @CMEGroup
August 13, 2009@allanschoenbergBlogWell Minneapolis
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• Agricultural Commodities
• Energy• Metals• Interest Rates• Equities• Foreign Exchange• Alternative Investment
Products
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1848 – today- Original “crowdsourcers”
2002 – today- For profit status leads to new audiences
2004 – today- Electronic trading >50%- 85 countries
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If it’s news, it affects our customers.
If it affects our customers, it affects us.
Loyalty: Improve customer service
Advocacy: Build and maintain support
Brand enthusiasm: Turn customers into “fans”
Be a leader in financial services social media and influence opinion on what matters to us
Extend the benefits of our brand – innovation, service, confidence – through new channels
Social Media: Strategy or Tactic? Yes
Not a silver bullet
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Determine Where Your Customers Are…
Post merger with the CBOT in October 2007
Customer run Facebook group page
Engaged the creator; today we manage
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Then Start Giving Them Choices
CME Group Fan Page created November 2008
Allows for more insight and richer content
Twitter integration
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Then Give Them More Choices
Started in October 2008
Promote our #gflc
Today nearly 800,000 followers…and growing.
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Connect with key partners
Simple use of $ and stock symbols
StockTwits.com now offers our product symbols (@StockTwits)
"I ended up having one of my best days in months that night," Mr. Grisafi (President, Indiana Grain Co.) said. "It really affected me, to the sum of a large amount of money.”
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Twitter = influence
Know who you follow
Know your customers
Use/create hashtags
Create original content (#exchtalk, TwitPoll)
70/30 rule
Be responsive
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Move Some Conversations to Private Venues
Utilize LinkedIn Private Groups-Careers-Media & Bloggers-Forex-Interest Rates
Authentic, transparent and safe
More control
Opportunities by Audience
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Strategy Target Create Engage
CustomerRelations
Customers Relevant content Responsive
ReputationManagement
Customers/influencers/media
Explain & inform Answer questions
ThoughtLeadership
Customers/influencers/media
Engage in conversastion
Listen and share
Sales & Promotion
Customers Links Listen; give solutions
Issues & Advocacy
Customers/influencers/media
Relevant content Know your followers; give back
Education Non-customers Interesting content
Opportunity;relevance
Know your limits; what you can/cannot say; Would your CEO approve?
Content
Technologies
Guidelines
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Find the resources that fit your needs; RSS reader; TweetDeck; CoTweet; Bit.ly; Facebook integration; LinkedIn; Digg; Delicious
Focus on your stakeholders; 70/30 rule; whatever you discuss/post be prepared to respond; experiment
Lessons Learned
What’s Next?
Measure and evaluate
Educate employees
Integrate with traditional communications
Develop and integrate SEO
Implement video/audio content
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@allanschoenberg
@CMEGroup
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